You already know who you’re writing blog content for, the purpose, and the relevance of the existing trend. These reasons change as time goes by, say three to five years later. Sometimes they lose their rank on SE after a year! That’s how fast content dynamically moves through time and the consumption cycle. Fear not; you can still breathe new life into your old blogs through repurposing.
To repurpose blog content is to transform your information to a new format and medium to reach target clients that you’ve missed or just to make use of information that you feel still can gain traction. Repurposing adds new value and relevance that will catch the attention of your new leads from newly discovered channels. For example, blog content can be transformed into videos, mini-blogs or snippets, infographics, and other mediums for social media. Transformation reinforces the message and adjusts its relativeness to current circumstances or environment.
Repurposing blog content is practical as it saves you time on researching. Information is already present and ready to be reshaped.
Benefits of Repurposing Blog Content on SEO
If the reasons above are not convincing enough, maybe these are. Your SEO will benefit from repurposed content in a few ways.
- Update your keywords — Repurposing blog content gives you a reason to update your keywords. New wording and phrases related to your previous information are now available. You can include these new ones in repurposed content. When SEs find these keywords, your social media posts will be included in page searches.
- Refreshed content reaches new targets — Repurposed blogs will be seen by new target clients. These might be missed from previous efforts. Now, your posts will catch their attention, engage and connect with them, creating traffic from social media platforms to your website or blogsite.
- Update SE records of results — Updating SE records adds to your established reputation and credibility. For example, consistent posting of blogs and photos has established your reputation as an expert in your field. Repurposing reinforces your personal brand as skillful and experienced.
Before repurposing your content, organize. Across all your channels, do a spreadsheet on your previous posts — blogs and social media. Curate and put in categories. At first, this can be a tedious task; go as far back as one to three years if possible. Why do this? So, it will be easier for you to look for the content asset when you want to repurpose it. For example, your blog last Dec 2019 can be repurposed as a video or snippets for tweets, Pinterest pins, Facebook, or Instagram posts with updated visuals.
Here are 11 ways to repurpose your blog content:
1. Write a workbook or organize an online course
Write a workbook or organize an online course from your content if you have been consistent and have been online for three to five years, building your personal brand. This is the right time for you to reap some of your hard-earned reputation as an expert. Consolidate your content, share it in a workbook or eBook or do an online course. Most people grab the opportunity to learn something new online because it is more economical and can be done at their own pace, with no rush. Plus, buying online courses gives them the benefit of going back to it again and again as they please. Once you’ve finished writing an online course, you can offer this in installments or a video series. Share this for free or with a small fee. You are imparting your knowledge and encouraging others to explore your field of expertise.
2. Create infographics
Infographics combine visual/imagery and text content in a graph-like image. Post these infographics on social media platforms such as Pinterest, Instagram, and Facebook. Images paired with texts are easier to understand and absorbed by the target audience than text alone. So be creative with your infographic to gain attention and engage more people.
3. Tell your audience a case-solving story
Look at your past content and your client reviews; what solution were you able to provide that reinforces your content? Then, with your client’s permission, tell their story and explain how applying your content saved their day.
4. Create a board featuring FAQs on Pinterest
Pinterest works by creating boards that you can share with followers. Create a board dedicated to FAQs. Answer one to three questions per pin. You can add images related to the FAQ answers and content.
5. Record explainer vids
Videos are great repurposing tools. And there are many ways to present content on a video. Create a series of explainer videos of your How-To blogs. Make them short, less than five minutes—the shorter, the better to not bore your audience. Consumers tend to lose interest, whether written or visuals, if the content is longer than five minutes.
6. Start a new marketing campaign featuring repurposed content
Write a round-up post that features previous articles that your readers might have overlooked or have missed. Select a few of your top posts. Write short excerpts on each post and post them on Facebook or Twitter. Include a link to the selected content.
Just like an online course, take your content to another level with a webinar. Connecting to a video is key to repurposing. Visual content is proven to make a more lasting impression on the audience. Transform your blog post or group of posts into educational webinars. Whether you want to provide this for free or with a small fee is up to you. There are many online event hosting platforms now, including Zoom and Google Hangouts.
A podcast is another channel to widen your audience reach. Many people listen to podcasts while commuting, doing chores, or as an alternative to reading or watching vids. First, choose your most popular and shared posts. Then, create bullet points from the topics and start recording you talking about them.
9. Email newsletters
Convert your content to newsletters, engaging your subscribers on a more personal level than blogging. Email marketing is a fail-safe strategy to catch your audience’s attention. Although social media seems to have taken over connectivity, truth be told, there are still more people signed up on an email account than on social media (the three most popular platforms put together).
10. Rewrite for other blogging platforms
Refurbish your popular blog content and post on other platforms such as LinkedIn and Medium. These sites promote expertise and professional articles. As a result, you get more exposure to new audiences and can network as well.
11. Sign up on informational forums
Forum types of platforms such as Quora aim to answer all sorts of questions. So, sign up on these form platforms, create a profile and search for topics related to your content. Then, answer the posted question with your content. As a result, you boost your credibility and reputation as well as SEO. And you can extend the relevance of your content as the cherry on top.
Repurposing your blog content is clearly a great way to extend the relevance of your topics. It also gives you a chance to be more creative and have fun with the assets you already have.